Printemps New York: The Beauty Corridor Redefines Luxury
One hundred and fifty years ago in Paris, Printemps was born—a name that quickly became synonymous with luxury and fashion. For generations, the department store infused everyday Parisian life with elegance and color, earning its place as a cultural icon of France. Now, with the opening of its first U.S. location at One Wall Street in Manhattan, Printemps begins an exciting new chapter in its long history. Nestled in the heart of New York’s financial district, this flagship is more than a retail space. It is a stage of discovery and a cross-continental dialogue, where French tradition and New York modernity converge.
Image Source: Printemps New York Website
The entrance experience moves from New York to Paris, bathed in red light.
Paris, New York, Dubai: One Name, Different Stories
Although they share the same name, each Printemps store tells a distinct story shaped by its city.
Paris is the beating heart—the origin of the brand’s philosophy, design language, and legendary service ethos, refined over 150 years.
Dubai, run through a franchise model, adapts to the cultural preferences and luxury sensibilities of the Middle East, offering a localized take on the brand.
New York stands apart. Here, Printemps is directly owned and operated, conceived as a living laboratory. The local team curates the assortment and leads the customer experience, blending New York’s contemporary rhythm with Parisian elegance.
This adaptive model proves Printemps is not simply expanding its footprint but crafting a new story with every city. Each store respects local culture and consumer expectations while maintaining the brand’s timeless essence.
The Beauty Corridor: A Stage for Discovery
At Printemps New York, the epicenter of this philosophy lives on the first floor: the Beauty Corridor. More than a cosmetics department, it is a carefully orchestrated expression of Printemps’ vision.
Eighty hand-selected brands coexist here, ranging from sensory perfumes and scientific skincare to trend-driven makeup and premium haircare. Yet the defining feature lies not in the range but in the operational philosophy. Unlike traditional department stores, there are no independent brand counters or shop-in-shops. Every product is curated, owned, and managed by Printemps itself. Staff members are not sales reps for individual brands—they are ambassadors of Printemps.
This approach allows advisors to move fluidly between brands, creating personalized recommendations that mix and match across labels. Customers are encouraged to explore beyond single-brand silos, discovering unique combinations tailored to their personal style. In doing so, the Beauty Corridor embodies a new paradigm: “luxury as discovery.”
Chrystele: The Face of Pride
At the heart of this experience are the people who bring it to life.
“Here, we go beyond selling—we propose new experiences. I can recommend products across brands, introduce clients to New York exclusives, and witness their delight when they discover a French brand for the first time. Each time I help someone create their own beauty recipe, it’s a proud moment. Being part of the Printemps New York opening team is one of the highlights of my career.”
— Chrystele, former Macy’s associate, now Beauty Advisor at Printemps New York
Chrystele is not simply a salesperson—she is a cultural curator and a modern style guide. Her daily choices in fashion and her attentive manner reflect the corridor’s ethos: the effortless blend of Parisian refinement with New Yorker practicality.
The Voice of New York
The Beauty Corridor also introduces eight exclusive brands available only in New York:
ANSWR, Cottan, Demain Beauty, Hellenist, Luc Kieffer, Mimétique, PERS, T-Leclerc.
Each was selected for its philosophy, innovation, and ability to resonate with the city’s discerning audience. Though rooted in France, these brands are reinterpreted through a New York lens, becoming cultural bridges between the two cities. Even pharmacy-born French labels like La Rosée create fresh impressions in this context. Together, these exclusives form the unique identity of Printemps New York, giving visitors something they cannot find anywhere else.
Beauty with a Glass of Wine
Perhaps the most surprising feature of the Beauty Corridor is its wine bar, nestled gracefully among perfumes and skincare.
Here, customers can test a cream, smell a fragrance, and then pause to savor a curated wine. At special events, pairings align wines with the spirit of a newly launched brand, deepening the connection between product and experience.
wine bar in Beauty Corridor
the opposite side of wine bar
This transforms shopping into a social ritual—a moment to linger, connect, and enjoy. It is the French art de vivre reimagined through New York’s cosmopolitan lens, where beauty, taste, and culture meet.
Paris, New York, and Beyond
Printemps New York is not a replica of Paris transplanted across the Atlantic. It is the fusion of Parisian heritage with New York creativity, crafted by local teams in partnership with the brand’s home base. Together, they are shaping a new model of retail—one that transcends transactions to offer immersive cultural experiences.
Created by Paul Joseph J. Kang in the collaboration with Midjourney and Sora
This is more than a single store. It is a bridge between two capitals, setting the stage for future collaborations and innovations in luxury retail worldwide.
Printemps has crossed the Atlantic, and a new chapter has begun. What emerges from the meeting of Parisian tradition and New York innovation is not just a store but a bold experiment—one that could redefine the future of luxury retail as we know it.